How to Stand Out at an Exhibition

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Taking part in exhibitions is a great way to promote your new product and increase brand awareness. Large towns such as London host hundreds of commercial exhibitions every year, so you have plenty of options to choose from, regardless of the budget and field of activity. You can participate in small, niche exhibitions to major events that gather investors and clients from all over the world, but, before setting up a stand, you should develop and effective strategy, establish realistic goals and create connections with service providers that can help you stand out and make an impression. Here are several tips that every business owner should know.

Hire exhibition staff

Sending only your employees as company representatives for exhibitions is not very practical and you should hire exhibition staff London instead. An exhibition is not a good reason to stop production, because it can take a toll on your profit. Send one or two employees and let exhibition staff do the rest. They are marketing experts who know exactly how to make your products stand out and engage those who are present. Choose your brand ambassadors in advance and give them enough information about your company or products to answer the questions of the public. Unlike company staff, who are knowledgeable about the product, but lack the marketing skills to present it, exhibition staff know who to attract people to your stand and keep them interested. They are friendly, approachable and can deliver your message in a professional, yet creative manner.

Develop a creative strategy

Many other brands will send representatives to the exhibition and some might even be from your direct competitors, so you will need to work on a creative strategy that can set you apart from others. Don’t be afraid to experiment with colours and engage all your customer’s senses. Avoid using too much text and instead use powerful, striking imagery that makes an impact. If you have the budget for this, use large LCD displays to make sure that your message is visible from a distance. You don’t have to rent a lot of space to draw attention. Even small stands can be successful if you take the time to develop a creative strategy.

Offer branded merchandise as gifts

Many business owners try to impress too hard, especially at their first exhibition, and make the mistake of spending a lot of money on giveaways. While the idea of a free gift is not bad, you should avoid offering items that have nothing to do with your business or service. To increase exposure, choose branded gifts instead. These can be samples of a new product or, if you offer a service, useful everyday items marked with your logo, such as pens, calendars, notepads, T-shirts, magnets or key chains. In addition to the fact that people will appreciate your generosity, they will come in contact with your brand name and thus be more likely to try out what you have to offer.

June 2017
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